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How to use marketing automation as a lead generation software

Published on 10 January 18

Ensuring a steady stream of leads has always been one of the most difficult objectives to achieve for an eCommerce business. Due to the evolution of the internet and social media, customers have more control during the buying process. The process of generating leads by marketers and then passing them to the sales team is a thing of the past now. Companies engage with potential customers much earlier in the buying cycle.

Using marketing automation as a lead generation software is the key-solution to this puzzle. Recent studies have shown that the ability to measure results with precision and a consistent increase in leads are the key benefits a lead generation software has to offer.

Here is how you can use marketing automation as a lead generation software, in order to bring more revenue to your online business:
E-mail campaigns

Considering that 60% of consumers read their emails daily, email campaigns are one of the most important instruments a lead generation software uses to nurture leads. Marketing automation comes with useful segmentation features, which allows marketers to evaluate their consumers based on a wide set of collected data, such as sales channel, browsing behavior, demographics, etc.

Segmentation is an essential aspect of email campaigns, because you want to make sure that your emails provide relevant content that guides the user into making a purchase decision. By supplying consistently useful resources, leads will develop loyalty for your brand.

Did you know that personalized emails generate 6 times more revenue than standard emails?

Personalizing the messages you send to your potential customers via e-mail, social media, or pop-up ads, is the next step after you properly segmented your audience. If the message is not relevant to your lead and doesn't address their needs and interests, it won't connect. Including someone’s first name or the name of their business in the email is not enough.

A lead generation software makes the personalization process measurable, which seemed an obstacle impossible to overcome even 10 years ago, for most marketers. Using merge tags, a lead generation software can collect personal information from the visitors of your website and display the right information when the prospect opens an email or visits one of your landing pages.
A/B Testing

According to the statistics, 3 out of 5 companies say that A/B testing helped them increase their conversion rates.

A/B testing is another tool included in the features of a lead generation software that can help marketers deliver more relevant content on a large scale. The role of A/B testing is exactly as it sounds: to create two versions of the same piece of marketing content (landing page, email, pop-up ad, etc.) and test the results with a segment of your audience.

A/B testing may be one of the most technical features of a lead generation software, but the extent of the complexity depends on the idiosyncrasies of your solution.

This blog is listed under E-Commerce Community

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